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Sparked By Nature

SOTO’s engineers are dedicated to creating products which product the maximum sustainable flame in the least possible amount of time and to generating and integrating the “Blue Flame” in every flaming device conceived. These devices are designed to function well in extreme cold and in chilling winds. The highest safety and technical standards are demanded at all phases of production, resulting in high performance and an enhanced outdoor experience for SOTO customers.

In the early years, Hajime Yamamoto, the founder of the Shinfuji Burner company, manufactured burners in Japan where winter temperatures can plummet to a bitter -40°C (-40°F). At that time, a burner would take 2 to 3 minutes to preheat before it could be effectively used. Realising the benefits of reducing this preheat time he assembled a team of the best creative, engineering and innovative minds available and set to work to create a burner that took second, not minutes to preheat. This led to the foundation of the Shinfuji Burner Company, the Torch Lamp was invented and a new industry standard was set, taking scarcely 15 seconds, (20-30 in extreme cold temperatures) to preheat.

By 1986 the industrial burner was gaining respect in both the home and business sectors as customers used them successfully to control weeds. This inspired Yamamoto and his team to design a paraffin (Kerosene) weed burner specifically for the domestic market. This device became widely used around fields in rural areas of Japan. While the weed burner was being perfected, innovation continued with the development of products such as industrial burners, blazing tools and soldering devices all of which were added to Shinfuji’s growing range of ‘Blue Flame’ products.

Shinfuji continued to expand their burner products into the 1990’s when the Pocket Torch was invented as a handcraft tool. The team realized that this little torch, with its powerful, wind resistant flame could become an efficient device for outdoor use by outdoor enthusiasts and adventurers, particularly in extreme weather. With this vision firmly fixed in their minds, the innovative engineers—now with decades of experience—launched SOTO Outdoors; soto translating as “outdoors” from Japanese.

SOTO was introduced to the world market in 2010. Since then, SOTO has been awarded five coveted industry awards for their products. Today nearly half of the devices manufactured by Shinfuji are inspired by extreme weather conditions and are made of hand-selected Japanese-made materials. Decades of experience, the highest safety and technical standards, and relentless inspections are behind every innovative SOTO flaming device.

Here at New Heights we are delighted to be working with our friends at SOTO. We believe that their high performance products and unparalleled quality deserve the attention of the outdoor enthusiast.

With access to an unrivalled network of distribution channels and market leading expertise in B2B, retail and consumer focused delivery for outdoor and lifestyle brands, you can rely on New Heights to achieve positive results for your product or brand.